India – Job platform Indeed has launched a new brand campaign called ‘#HireBetter’ which highlights the issues that companies face if one does not rely on proper recruitment tools to hire employees.
Conceptualised and created by DDB Mudra, the ad campaign is directed by Vivek Kakkad. The series consists of three ads and showcases hilarious goof-ups when hiring through referrals in three different scenarios. The concept pulls from the insight that while there’s a shift in online recruitment for SMBs, oftentimes SMBs still rely on their first party sources to hire.
The ad films and creatives will be spread across various digital and print platforms that employers and job seekers choose to watch such as YouTube and physical press across regional and national newspapers.
Nishita Lalvani, director at Indeed India and SEA, said, “Our campaign is focused on reaching out to SMBs – the high-growth market in India. This campaign will address their concerns regarding hiring employees, through a series of relatable films which resonate with them. Indeed provides easy hiring solutions for SMBs and aims to constantly innovate to help these companies find the right talent through its platform.”
Meanwhile, Sooraj R Pillai, senior creative director at DDB Mudra, commented, “Hiring in small and medium businesses in India gets done through word of mouth over legitimate channels. And this may turn out to be a problem since the owners appoint employees with mediocre aptitude, causing potential losses for the businesses.”
Pillai added, “The objective of this campaign was to target SMB owners specifically and encourage them to subscribe to the platform. Thus, changing their typical approach towards hiring and their standard practice of appointing someone they know instead of hiring someone who knows what to do.”